It’s easy to set up a Facebook Page, but how do you know it’s working for your business? One way is to use the page as a loyalty program “fan club” to increase sales from repeat customers. This is what restaurants in Singapore are beginning to do.
For example, at Rock and Ash, close to 30% of revenue now comes from loyal customers, a big increase from 5% prior to the fan club.
“Before launching the fan club, we got 200 fans in six months,” said Mr Chua, owner of Rock and Ash.
“Now, one year after launching the club, we are close to 2,000 fans, and most of them are actual repeat customers.”
“Most of the time, they will bring friends and end up ordering our sets for their complete meals.”
Mr Chua considered other forms of social marketing but decided against it.
“Without the fan club, I would have to spend money on other types of marketing which are more expensive and don't encourage repeat business,” said Mr Chua. “I expect that sales would be dramatically lower if not for our fan club.”